2012 archive

5.15.12
Ann Byne, Principal, The Byne Group

Marketing 101 : How to Tell Stories That Resonate

I’m a big fan of Garrison Keillor and his radio show “Prairie Home Companion.” What is it that makes his listeners so loyal? Ask any of his 19,370 fans on Facebook and I bet they will agree it’s his mastery of story telling.

Some of the smartest ad campaigns have learned this lesson well. What dad can’t relate to Subaru’s “Baby Driver,” a story about the moment their “baby” drives the first time. Another favorite is an ad where Mark asks his girlfriend for a second chance using Google Chrome. Talk about viral marketing, this ad has gotten over 408,000 hits on YouTube since it first ran on TV. (if you haven’t seen it take a look http://www.youtube.com/watch?v=pTjHCCU2E4c)

When asked to create campaigns for clients we begin by considering the story behind the product or service. Stories invite listeners in and when done honestly, it feels like a conversation rather than a sales pitch.

One of our college clients asked us to create a brochure focusing on individual alumni. It’s a book of stories, stories about people who accomplished great things in their communities and beyond. What makes this piece resonate and inspire? In a few paragraphs we learn about their dreams and aspirations in a relatable way. It’s been a great success for the school, alumni bonds are strengthened and each year new stories are added.

Tips for telling a compelling story:
:: Make sure it’s based in reality
:: Give it a beginning, middle and end
:: Understand your audience
:: Give a payoff at the end
:: Tell it simply and with emotion
:: Make it relatable

So what makes a good story according to Garrison, “the first and strongest stories you have to tell are stories that happened to you before you were 12 years old.”

2.24.12
Ann Byne, Principal, The Byne Group

Building A Great Online User Experience

Websites have become an organization’s most important marketing tool and the best websites are well branded.

Ease of navigation is a given for any successful site, but a great brand experience is what makes a site stand out from the crowd. A website that is well branded and understands its target market will be a special place, and it will not look or feel like your competitors. It should capture your brand personality and your unique tone of voice. The colors, shapes and mood should make visitors feel they are meeting an interesting person who they would want to hang out with and spend some time. If it’s a non-profit it should make them feel something emotionally.

2.9.12
Melissa Behrens Lipovsky, Art Director, The Byne Group

Pinterest

I know you’ve heard the buzz about Pinterest, so what is it really all about?

Pinterest is a virtual pinboard where you can tell a visual story about anything you want. You’re able to organize and share things you find while perusing the web. You can also browse others’ pinboards and discover new new things and get inspired!

Here at The Byne Group we were definitely inspired! We created an account on Pinterest [pinterest.com/thebynegroup] and here we thought we’d let others discover and get to know the people that make up our “group.” We each have our own boards where we “pin” things that we’ve found inspiring or shows a little bit about ourselves.

Pinterest suggests using your boards to: Decorate Your Home, Plan A Wedding, Your Style or Save Your Recipes

pinterest boards

 

2.1.12
Ann Byne, Principal, The Byne Group

Perfection Is Not Attainable

“Perfection is not attainable, but if we chase perfection we can catch excellence.” - Vince Lombardi

This year I am embracing excellence and rejecting the concept of perfection. The most interesting people I know have imperfections, and I never thought I wanted to be perfect. Now ask me if I try to be perfect anyway? Like many people there is a dichotomy between theory and practice. When I make a mistake or fail at something, I do a first rate job of berating myself (just ask my husband who’s been woken at 3 am to hear my tales of woe!).
 
That’s why I love this Vince Lombardi quote and plan to take it to heart.

What is the difference between excellence and perfection? According to Christine Casey, a leadership coach and blogger:

:: Excellence is willing to be wrong. Perfection is being right.
:: Excellence is spontaneous. Perfection is control.
:: Excellence is accepting. Perfection is judgment.
:: Excellence is flowing. Perfection is pressure.        

To sum it up, excellence is an attainable and healthy goal for each of us to pursue.

1.6.12
Ann Byne, Principal, The Byne Group

My New Year's Resolution: Drop What's Not Working and Move On

"Change is the essence of life. Be willing to surrender what you are for what you could become." –Gandhi

Okay, I get that change is good but why is it so damn hard? For me, as well as many other small business owners, I struggle with making those tough decisions. Why? Because no one likes uncertainty – When we change, we are swimming in untested waters and that can feel unnerving.

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open mind American Academy of Pediatrics Facebook vince lombardi stickers brands branding segments First Impressions business resolution google alerts Melissa Behrens 27 Powers of Persuasion Website Design Groups connecting with donors Linkedin for-profit Photoshop Summer Safety How remarkable women lead story telling backtype search engine optimization think outside the box SEO compelling story contest FYI community Gen Y's fresh ideas ecomic downturn Babyface Interactive John Scilipote marketing success pinboard coincidences Co-creation digital Dana Tandoi blogger outbound marketing daydreaming perfection giving back Colege Marketing suny purchase Luvs Diapers navigation United Way google chrome woman and careers Twitter networking Building Relationships donors Colleges Collecting Nonprofit effective marketing serendipity technorati research on daydreaming Website good card Ethics in Graphic Design SPCA Westchester over deliver Eileen MacAvery Kane arts organizations traditional marketing youtube the byne group. keep it simple Pages profitability Text Messaging Covenant House Powerful Purpose seminars on social media ecampaigns Melissa Behrens Art Director inbound marketing volkswagen super bowl ad email marketing Ann Client Experience. Strategic Analysis Web 2.0 business success Chiquita Banana eblasts taking ownership under promise search engines the byneg group Thanksgiving good business entrepeunerial The Byne Group QR Codes melissa behrens lipovsky lunch and learn Amy Stern non-profit new ideas jocelyn k. glei be creative Mobile Phones customer service marketing to women direct marketing Amanda Holt seminars on marketing Causes leadership coach Mammogram advertising change budgets Awards Simmons Leadership Conference Camp Venture events Garrison Keillor reputation management websites Power of Co-creation glenn llopis making the connection inspire assumptions commercials taking risks books on sales tradigital marketing progressive employers seminar on social media Web 3.0 Anthony Fasano heifer international creativity healthy goals Ad Age internship secret to turning consumers green Flickr Harvard Business Review gandhi Nyack Hospital Breast Center Milennials Freshly Squeezed making our own luck Nostalgic Marketing E-newsletter graphic design GM your audience Tip Breast Cancer Awareness Web 1.0 PR marketing in a recession Nyack Hospital 1950s understanding your audience brand loyalty earning serendipity pin Branding Ann Byne boardtracker 2012 motivating clients enewsletters network for good MadMen target marketing Leo Burnett Howard Greenstein philanthropy donation studies brand personality digital marketing Texting photo shoot fundraising Keywords MadWoman stories reducing cost Walt Disney guilt advertising Guilt marketing Social Media United Hospice of Rockland christine casey Clients calmness in the workplace International Listening Association Listening non-profit marketing Shelly Banjo marketing reaching new clients The Harbrooke Group emotional connection Dr. Pepper Non-Profits new year's resolution ambient awareness companies with a purpose Pace University Foursquare subaru tight budget pinterest Job vs. Having a Career circular vision marketing tools loyal customers Non Profit Center AT&T

happenings + tidbits

Awards

33rd Annual Telly Awards

Silver Telly Winer
United Hospice of Rockland
"Myth & Fact" Campaign

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The Team

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May 15, 2012
Marketing 101 : How to Tell Stories That Resonate

I’m a big fan of Garrison Keillor and his radio show “Prairie Home Companion.” What is it that makes his listeners so loyal? Ask any of his 19,370 fans on Facebook and I bet they will agree it’s his mastery of story telling.

Some of the smartest ad campaigns have learned this lesson well. What dad can’t relate to Subaru’s “Baby Driver,” a story about the moment their “baby” drives the first time. Another favorite is an ad where Mark asks his girlfriend for a second chance using Google Chrome. Talk about viral marketing, this ad has gotten over 408,000 hits on YouTube since it first ran on TV. (if you haven’t seen it take a look...

read more

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